Further information relating to the use of mobile apps in advertising has been called for by an industry body.

According to the Central Office of Information (COI), the increasing popularity of the medium – alongside the fact that internet marketing services have expressed concern regarding ads in iPhone apps that do not link to mobile-operative sites – means that guidelines should be put in place, newmediaage reported.

Head of mobile for the COI Franco Beschizza warned advertisers to be watchful of their spending on mobile marketing.

"The danger is consumers will get a bad experience if a site isn’t optimised for mobile. If you’re buying keywords for mobile, you must make sure the experience is really good," he said.

A recent publication from Acision and Ogilvy predicted that mobile marketing would have a big role to play in the future of advertising, with consumers increasingly dictating where and when they would receive ads.

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